Babas Kabab

Brand Identity

Restaurant

Seattle

Services

Logo Family
Type & Colour
Graphics
Collateral
Brand Guidelines
Merch

Objective

Baba's Kebab Shop is an elevated, fast casual, American Pakistani restaurant in Seattle. It offers a contemporary and creative take on a classic Pakistani Kebab. Baba's owner Shan reached out to us for brand identity for his new restaurant opening soon in 2024. Shan's goal is to create a premium, scalable visual identity that embodies the brand values; authenticity, consistency and community.
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Results

The result of this project was an authentic and innovative brand identity that will help Baba's blaze a trail in the Pakistani food scene in Seattle and North America. This versatile identity was developed into merch and collateral designs, including menus, signage, food packaging and business cards that will be scalable for Baba's Kebabs to franchise and expand globally.

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Solution

Baba in Pakistan is a term of endearment for older gentlemen. The concept we chose to develop into the final identity is a personification of this term. The brandmark is a simplified illustration that takes inspiration from this term. ​​​​The hand drawn logotype is inspired by art deco typography from the 1920s and has a premium feel. We have put the emphasis on ‘Baba’ which encourages the user to think of Baba as the person who owns the restaurant. This adds a personal touch. Baba's look and feel is authentic, trustworthy and approachable.

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